CEP · Buying situationThe trigger, situation, problem or moment that creates the need-
OccasionWhen, where, how often and with what it is used after purchase-
Nano intentThe specific result or task wanted in that situation-
KBF · Choice criteriaCriteria for comparing and choosing (must-have, preferred, situational)-
ConstraintConditions that narrow the choice (budget, time, eligibility, rules, compatibility, channel, skill)-
ThresholdRecurring consumer cut-off values, always with a number and unit-
AvoidanceFears, complaints and risks that cause rejection or drop-off-
RTB · Reason to believeClaim, evidence, source and confidence chain-
HeuristicPractical rules in the form "if this, then do that"-
ConventionRules repeated across brands and documents; may be folk belief, so review it-
ExpectationThe level consumers take for granted; falling short causes complaints-
PitfallConditions that cost you if unknown: counterexamples, exceptions, hidden costs-
Trade-offGaining one thing means losing another-
BenchmarkA measured difference between two options-
StanceConsumption tendencies and buying attitudes observed in that market-
Each example is the highest-volume node per element in the stored 'running shoes' run. More topics in the topic library.